Hong Kong market update
12 March 2017
Strong start to FY17: creatively reaching consumers in Hong Kong
The Fonterra Brands team in Hong Kong has had a strong start to the 2017 financial year thanks to clever and effective marketing activity for Anlene and Anchor.
The team rolled out one of its largest ever marketing campaigns to drive Anlene brand awareness, taking over hundreds of Hong Kong buses to spread messages about mobility.
Building Anchor’s market position has also been a key focus with the launch of a new Candy Cheese product.
“We’ve been focused on reaching consumers in new ways this year and we are starting to see positive results,” said Manoj Namboodiri, General Manager of Fonterra Brands Hong Kong. “It’s a crowded market in Hong Kong, so we have to think creatively to cut through.”
• Anlene marketing campaign includes takeover of 500+ city buses
• Anchor Candy Cheese now available in 220 stores
Anlene hits the road on more than 500 Hong Kong city buses
Anlene’s latest ‘Move as young as you feel inside’ campaign is one of the brand’s biggest marketing pushes to date in Hong Kong. More than 500 city buses have been covered with Anlene branding both on the inside and outside of the vehicles.
The artwork greets passengers as they board and encourages them to walk up the staircase to see more. Art pieces are also displayed on seat backs and have QR codes linking passengers to the brand’s online platforms. The innovative campaign extends to other channels as well, including television, print, social media and in-store collateral.
Associate Marketing Director for Fonterra Brands Hong Kong Brucemond Chan is delighted with the brand awareness and engagement achieved through the campaign.
“We found that Hong Kongers are not as active as they could be,” said Brucemond. “Only about one third of the city participates in vigorous physical activity during the week. So we wanted to create a campaign that would encourage movement, while positioning Anlene MoveMax as the mobility brand of choice. When consumers think about movement, we want them to think about Anlene.”
The campaign went live in August and will run until January 2017.
Speed to market as Anchor Candy Cheese launches
The new product is a healthy cheese snack for children, wrapped in candy-style wrappers. The cheese cubes contain twice the calcium level of regular cheddar.
Candy Cheese launched in September with sampling and in-store demonstrations around Hong Kong.
It is now sold in 220 stores and is a popular after school snack for kids aged 10 to 15.
“Initial feedback has been fantastic and we are looking forward to seeing more definitive sales results soon,” said Brucemond Chan, Associate Marketing Director for Hong Kong. “We took the product from concept to consumption in under six months, which was challenging but it’s paid off as we have been able to get the new concept out quickly and successfully.